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Buffalo Trace sponsors Premiership Rugby
Premiership Rugby has signed a new partnership with Buffalo Trace Bourbon, the first whiskey brand to become a spirits partner of the English rugby union competition.
The multi-year deal solidifies Buffalo Trace as the official spirits partner for the 2024/25 Gallagher Premiership Rugby season, and invites fans to ‘embrace the thrill of the sport with a Bourbon in hand’.
Laura Edwards, managing director of Buffalo Trace UK, said: “Our landmark partnership with Premiership Rugby provides our business with an incredible platform to continue the exponential growth of the Buffalo Trace brand in the UK market.
“The devoted energy of rugby fans and the toughness of its players echoes the legacy of Buffalo Trace, which is uncompromising, perseverance and independence. We are excited to introduce fans of the sport to real and authentic American Bourbon, the perfect drink to watch rugby with during the 2024/25 season and beyond.”
As part of the agreement, Buffalo Trace will engage fans with activations, and share exclusive player content throughout the tournament in addition to social media and broadcast promotions.
The Bourbon will also be available at all clubs in the league across England in both hospitality and food and drink concessions as the sole in-stadium Bourbon pour.
The spirit will be offered neat, on ice, or as a Buffalo Trace & Ginger cocktail.
Rob Calder, chief growth officer at Premiership Rugby, added: “We are thrilled to partner with such an exciting brand as Buffalo Trace.
“Their countless awards and rapid global growth speak volumes for the quality of their product. And their energy and passion for pushing the boundaries matches our ambition at Premiership Rugby.
“We look forward to sharing a long-term relationship with such a dynamic brand and we can’t wait to deliver some fantastic, creative activations together across the season and at the Gallagher Premiership Rugby Final on 14 June 2025.”
Buffalo Trace is no stranger to sponsoring UK sporting events, as last year it became the sponsor of three UK golf tournaments, including the Scottish Open.
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